| 项李,王强.基于怀旧情感的越剧文创产品设计研究[J].包装工程,2021,42(6):314-320. |
| 基于怀旧情感的越剧文创产品设计研究 |
| Design of Shaoxing Opera Cultural and Creative Products Based on Nostalgic Emotion |
| 投稿时间：2020-12-08 |
| DOI：10.19554/j.cnki.1001-3563.2021.06.046 |
| 中文关键词: 怀旧情感 越剧 文创 产品设计 |
| 英文关键词: nostalgic emotion Shaoxing Opera cultural and creative products product design |
| 基金项目:教育部青年基金项目(8063400152);江苏艺术基金2018年度传播交流推广资助项目(D2018-06-006) |
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| 中文摘要: |
| 目的 研究怀旧情感在越剧文创产品设计中的实际运用，丰富越剧文创产品的文化内涵和造型语言，实现越剧文化的传承。方法 解析越剧自身蕴涵的情感，结合当前越剧文创产品的设计现状，综合具体的案例设计，从情感设计的角度切入，对越剧延传至今的经典服饰与越剧唱腔进行分析，从视觉和听觉两个维度阐明越剧中怀旧情感的诱发因素。根据唐纳德.A.诺曼情感设计中本能、行为、反思三个层次探讨怀旧情感在不同层次中的设计方法，选取适当的越剧视听元素进行文创产品的设计开发。结论 怀旧情感的运用可以有效地挖掘越剧的文化内涵，通过了解文创产品设计与消费者怀旧心理的关系，对越剧文化进行现代设计转换，可以增强消费者与产品和文化之间的交流与互动，为越剧文创产品设计提供新的思路和方法。 |
| 英文摘要: |
| The work aims to study the practical application of nostalgic emotion in the design of cultural and creative products of Shaoxing Opera, to enrich the cultural connotation and modeling language of cultural and creative products of Shaoxing Opera, and realize the transmission and inheritance of culture of Shaoxing Opera. Through the analysis on the emotions contained in Shaoxing Opera, the classic costumes and Shaoxing Opera arias extending to the present were analyzed from the perspective of emotional design combined with the current design status of the Shaoxing Opera cultural and creative products, and comprehensive concrete case design. The dominant factors of nostalgic emotions in Shaoxing Opera were explained from the two dimensions of sight and hearing. According to the three levels of instinct, behavior and reflection in Donald A. Norman’s emotional design, the design methods of nostalgic emotions at different levels were explored, and the appropriate Shaoxing Opera audio-visual elements were selected to design and develop cultural and creative products. The application of nostalgic emotions can effectively explore the cultural connotation of Shaoxing Opera. By understanding the relationship between cultural and creative products design and consumers’ nostalgia, the modern design conversion of Shaoxing Opera culture can enhance the communication and interaction between consumers and products and culture, providing new ideas and methods for the design of Shaoxing Opera cultural and creative products. |
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